We all know content strategy is among the biggest trends in marketing. But when most people think of content, they think of copywriting. In fact, words are only part of the picture (see what we did there?). Visual marketing is booming and is equally important as copy. Here are some reasons why high quality, attractive images are crucial to a content marketing strategy.
Product photography builds trust
It’s natural for consumers to be skeptical of any new product or service. For instance, a restaurant can say their food is mouth watering, but if guests see images of sample offerings, they can decide for themselves. Or take a clothing retailer trying to sell a red sweater. We all know there are varying shades of red. Detailed descriptions are important, but they still can be ambiguous. By providing product images, consumers can get a feel for what they are going to get. Product photography is an effective way to build trust because consumers don’t have to take your word for it. It’s all out in the open for them to see.
Let’s look at an example of this concept in action. Zensational Organics is a provider of natural body products. As part of their product line, they offer a diverse selection of handmade organic soaps. They describe their Lovely Lavender soap as “a rich, soothing lather designed to melt away stress and leave skin feeling silky”. This is a detailed product description. However, combined with the Blue Martini’s high-quality image, the appeal is much more powerful.
Visual Content is Great for Social Media
Image based social media platforms are popping up left and right. Instagram, Pinterest, and Tumblr. Social media platforms such as these, as well as Twitter and Facebook, notice greater engagement for posts with images. In fact, Twitter published a study that shows tweets with an image URL boosts retweets by 35%. And in a study of 30,000 brand pages, Socialbakers.com found product photography posts saw the most interactions, with a massive 87%! It’s no secret social media is an essential part of every company’s marketing strategy.
Great Product Photography Portrays Value
Who doesn’t love a good deal? Consumers always want to know they are getting the best value for their money. Images that show the appeal of a product are more likely to convince consumers the cost is worth it. They can make a product look new, trendy, valuable, etc.
Check out the picture below and to the left. The lighting is off. The resolution is low quality. The angles are wrong. The image looks rushed and low budget. And it can reflect poorly on the business. Most people would see this business as unprofessional. If you look cheap, people will question the quality of your product.
Next: look at the image on the right (Thanks again to Blue Martini Photography for the image!). It uses proper lighting. It’s attractive. And most importantly, it makes you crave the dish in front of you. This image exudes quality and communicates value. If both dishes were the same cost, which restaurant would you visit? It seems like a no brainer.
A picture is worth a thousand words.
We’re not much for clichés at Guestology Labs, but in this case it may just be true. An effective content strategy should always include product photography. When consumers look at your branding and products, they form an opinion within seconds. For this reason, communication is everything.
Want to know where you stand? Contact us for a free lab report. We’ll give you some feedback and tips on setting yourself apart from the competition.